TY  - GEN 
AU  - Prados Peña, María Belén
AU  - Crespo Almendros, Esmeralda
AU  - Porcu, Lucía
PY  - 2022
UR  - https://hdl.handle.net/10481/86280
AB  - This comparative study analyses the effectiveness of the communications delivered via Facebook by two Spanish airlines, Iberia and Air Europa. Using various indicators, the publications posted by the two Spanish airline companies (Iberia and...
LA  - eng
PB  - Elsevier
KW  - Social media marketing
KW  - COVID-19
KW  - Consumer brand engagement
KW  - Airlines. iberia
KW  - Air Europa
TI  - COVID-19 and social media communication strategies: A comparative study of the effectiveness of Facebook posts during the lockdown and the “new normal” in the airline industry
DO  - 10.1016/j.jairtraman.2022.102255
ER  -